Bangkok is the center of the universe that is Thailand and the capital often overshadows what the rest of the country has to offer. A total of 77 provinces exist across the nation, each with its own unique history and present day state of being. Out of each province’s singular context comes its own range of products influenced by local culture, weather, and resources. Each product has its own story to tell and SookSiam in ICONSIAM is the first permanent retail platform to bring all of them together and connect them to Bangkokians and international visitors.
The concept of SookSiam is the representation of the four main regions of Thailand (Northern, Northeastern, Central, and Southern) in a single space. SookSiam occupies 15,000 square meters of ICONSIAM’s ground floor and is designed to feel more like a local village than a mall. Visiting it is more of an immersive experience than a shopping one. In order to accurately portray each region, local builders were recruited to be part of the design and building process of their own part of the village. The end result is an exciting mishmash of regional architecture and heritage elements that visitors can appreciate as they wander the village.
To bring authenticity and life to the shopping experience, a curator and specialist of local Thai products was brought on to select only the best from each region. Artisans, artists, craftspeople, manufacturers, and more of every type of product were invited to come set up shop in SookSiam and create a network of mom-and-pop shops within a luxury mall. Now Thais and tourists alike can listen to local makers and support their enterprise at home by purchasing these unique products finally made more accessible than before.